In general, sports sponsorship is mostlyfocused on male sports. Moreover, in those sports disciplines where women have a greater presence, such as rhythmic gymnastics, advertising investment is minimal. If we focus on men's sports, it is even less visible. This research analyzes the influence of gender stereotypes in sports sponsorship in rhythmic gymnastics. Through a quantitative and qualitative methodology (content analysis and panel of experts) we analyze sports competitions of female and male modalities (2009-2023) in terms of sponsorship and presence in the media, where experts show a low visibility of the male modality.
The research studies the presence of brands and their interrelation with streamers in the Kings and Queens League, newly created events aimed at the Z generation that combine sport and entertainment. A methodological triangulation is used, divided into two stages (2024 and 2025) in which, on the one hand, an analysis of the messages of creators and brands is carried out; and on the other, surveys are carried out to find out the audience's perception. The main finding of the results is the decisive role of streamers as a factor in attracting followers.
The study analyzes the sponsorship activation of the Paris 2024 Olympic Games by 14 global sponsors on Facebook and Instagram. Using a mixed methodology, 226 posts about the event were examined from a quantitative and qualitative perspective. The results show a predominance of content focused on the Olympic experience, congratulations to athletes, and institutional promotion. It concludes that brands prioritized emotional narratives and collaborations with athletes as a strategy to strengthen audience engagement during the sporting event.
This article presents a comparative analysis of the initial sports broadcasts by Netflix and HBO Max, both of which strategically employ tennis as their focal discipline: the 2024 Roland Garros final and The Netflix Slam. Using a methodology grounded in documentary research and content analysis, the study examines the narrative elements characteristic of this genre to understand how OTT platforms construct representations of live sport. The findings reveal two contrasting styles: Netflix emphasizes exclusive matchups enhanced by dramatic and spectacular elements, whereas HBO Max adopts a more traditional production approach, albeit incorporating technical innovations.
This research analyses science-focused news stories in the coverage of the Paris 2024 Olympic Games conducted by four media outlets: Folha (Brazil), El Pais (Spain), The Athletic (USA), and L'& Eacute;quipe (France). Based on a one-month sample, a qualitative content analysis was conducted based on coding using the NVivo platform. The 36 sports-science news stories we identified were focused primarily on swimming, triathlon, and athletics, and in relation to environmental issues, mental health, and technological innovations in biomechanics and physics. The coverage was characterized by the use of expert sources, an informative tone, and the prolific use of multimedia elements.
